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JUNE 2017

Vision Now magazine

TITLE SPONSORS FOUNDATION SPONSORS

NEG Conference - Open to members and non-members, Sunday 5th November

Independents Night - Networking Dinner & Entertainment, Sunday 5th November

Independents Day - Business Symposium, Monday 6th November

iShow - FREE exhibition open to all, Sunday 5th and Monday 6th November

For more details:

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Focus on Detail for Successful Retail

2 Great Conferences - 1 must attend event!

NEG Conference - Sunday 5th NovemberIndependents Day - Monday 6th November

Ricoh Arena, Coventry

Vision Now JUNE 2017 3

VV

VInside

47Vision Now magazine is published by Peekay Publishing Ltd for The PK NationalEyecare Group Ltd, the UK’s largestpurchasing group for independent opticians.

VISION NOW is published by Peekay Publishing Ltd for The PK National Eyecare Group Limited, Clermont House, Cranbrook, Kent TN17 3DNVISION NOW is printed by P&P Litho Ltd, Ashford, Middlesex TW15 1AB

Editor’s commentIn this month’s Developing Thoughts, Phil Mullins takes a strolldown memory lane to remind members of the guiding principlesthat led to the establishment of the Group’s forerunner, PercyKirk, more than 30 years ago and that still drive NEG forwardstoday. From the launch of Optinet practice managementsoftware 25 years ago to the more recent introduction of Rendia

patient education software exclusively in the UK from NEG, it’s worth rememberingthat, as Phil says, it’s not all about the discount…

In the Product Profile hot seat this issue is Essilor’s “revolutionary” new Varilux Xseries lens, which the company says provides a 75 per cent match with wearers’visual needs within a 40-70cm arms’ length sphere. Also, learn more about theSilhouette Vision Sensation programme offering individually tailored progressivelenses matched to Silhouette rimless eyewear; and hear how to manage yourdry eye patients by focusing on the whole ocular system courtesy of Thea.

In Talking Heads, listen in as Phil speaks with Positive Impact’s Nick Atkins aboutoffering punctal occlusion as a practice differentiator, and in Joan Grady’s StyleSpotlight, read about some emerging (and established) European eyewear talents.We take a break from the norm in Optics Overseas to hear about a former multipleoptometrist who immigrated to Australia to set up a successful independentpractice in Canberra.

And, finally, if you’re feeling peckish then why not indulge in some light bitescourtesy of Julian Wiles, whose new book aims to show how practitioners cangenerate new business intuitively and incrementally.

Nicky Collinson Editor

The Editor welcomes letters, articles and other contributions for publication in the magazine and reserves theright to amend them. Any such contribution, whether it bears the author’s name, initials or pseudonym, is acceptedon the understanding that its author is responsible for the opinions expressed in it and that its publication doesnot imply that such opinions are those of The PK National Eyecare Group Ltd. Articles submitted for publicationshould be original, unpublished work and are accepted on the basis that they will not be published in any otherjournal. Acceptance of materialfor publication is not a guarantee that it will be included in any particular issue.Copyright © 2017 for Peekay Publishing Ltd. All rights reserved. No part of this publication may be reproduced ortransmitted in any form or by any means, including photocopying and recording, without the written permissionof the publishers. Such written permission should also be obtained before any part of this publication is stored ina retrieval system of any nature.

27

News 4 iDay keynote speaker announced 7 Hoya launches new drivers’ lens 9 Stepper unveils biggest release in 25 years 11 AOP introduces peer support service 13 New specialist 28-lens set 15 Shamir’s ready for its Close Up15 An independent view Is it time to stop using the ‘F’ word?16 Developing thoughts More than just discounts17 Product profile A marriage made in Linz21 Product profile All in an arm’s length 22 Talking heads Plugging the gap in your

dry eye service

27 Optics overseas Flying solo Down Under28 Style Spotlight Emerging eyewear talents30 Suppliers’ directory

Editor Nicky Collinson BA (Hons)[email protected]

Editorial PA Sharon [email protected]

Fashion Editor Joan [email protected]

Business Editor Phillip Mullins [email protected]

Design andProduction Rosslyn Argent BA (Hons)Publisher Michael C Wheeler FCOptom DipCLP FSMC FAAO

@PK_NEG

4 Vision Now JUNE 2017

Independent retail entrepreneur, LauraTenison MBE, is the keynote speaker for thisyear’s Independents Day (iDay) conferencetaking place at the Ricoh Arena, Coventry,on 6 November – following the NEGBuilding for Success Conference at the samevenue on 5 November. The founder andmanaging director of the highly successfulindependent children’s clothing business,JoJo Maman Bebe, Laura will open theconference under the theme, ‘Focus ondetail for successful retail’.

Nick Atkins, managing director of iDayorganiser, Proven Track Record (PTR), said:“Following the success of last year’s ‘How tobe a retail champion’ theme, delegatefeedback was to delve a bit deeper intosome of the subjects covered. And with thevast majority of independents relying onthe bulk of their income being derived byretail product sales, we wanted to continueto delve into what being a successful opticalretailer means nowadays.

“Laura is an inspirational business andmotivational speaker who addresseswomen’s groups, business conferences andnetworking events in the UK andinternationally; she will undoubtedly be afantastic opening to this year’s iDay,” addedNick. Bookings for iDay will open soon, anddetails of the line-up for Building forSuccess 2017 will shortly be announced.

NEWS Independents Day 20171

Laura Tenison MBE

Vicky McDermott will step up as chiefexecutive and registrar of the GeneralOptical Council (GOC) on 4 September. Shewill join the GOC after three years as CEO ofthe Papworth Trust, the leading disabilitycharity in the East of England. Vicky said: “Iam delighted to be joining the GOC at whatis a very exciting time for the organisationand the optical sector. I look forward toworking with the council, staff, registrantsand patients to build on the GOC’s strongreputation for protecting and promoting thehealth and safety of the public.”

Gareth Hadley, GOC chair, commented: “I amreally pleased to welcome Vicky to the GOC.She brings a wealth of experience to therole and joins us at a pivotal time for theorganisation. I would also like to thankSamantha Peters for the significantcontribution that she has made to the GOCover the past six years, and wish her all the

best for the future.” Samantha Peters leavesthe GOC this month.

Vicky McDermott

General Optical Council2

Eyespace is giving away colourful retro 10-in-one pens with every purchase of RockStar eyewear this summer. Nicky Clement,marketing manager at Eyespace, commented:“In every aspect of our lives nostalgia hasgained full momentum – from social mediato celebrity style we’re seeing the return of icons of our youth and those of thegenerations before us. With love beingshown to the ‘80s and ‘90s right now, westepped back in time to find something that

resonated from our youth and that kidstoday hadn’t seen before.

“Rock Star is known for its contemporarytwists on retro styling, trend-led prints andbold use of colour and these are all presentin the pen,” Nicky continued. “Everyonewho has seen it has loved the innovativeinterpretation of the brand personality andhow it allows young glasses wearers toengage with Rock Star in a fun way. There’sdefinitely going to be some stationery envyat schools across the country comeSeptember.” Developed for children agedfrom five to 15, the Rock Star range featureseverything from cool retro tortoiseshellsand HD-prints, to superhero-style emblemsand on-trend mirrored lenses in 56 framesand four sunglasses.

Eyespace3

Nod to nostalgia in summer kids’ promotion

eyespace-eyewear.co.uk | 01527 870 550#lovewhatwesee

Stepper (UK) Limited11 tannery RoadTonbridgeKentTN9 1RF01732 375975www.stepper.co.uk Frame style shown: SI-20042

7Vision Now JUNE 2017

NEWS

Heidelberg Engineering6

John Tudor and Kevin Hughes have joinedHeidelberg Engineering as technical supportmanagers for the Central and Northernregions respectively. They bring a combined30 years of experience to the team and arededicated to providing gold-standard supportto customers in their regions. In addition,Debi Robson has been appointed as customerexperience coordinator to provide customerswith a single point of contact for all helpdesk,contracts and order processing enquiries.Overseeing the growing team is Phill Ennion,who has taken on the role of technical

services manager. Phill, who’s been with the company for 15 years, said: “We are excitedabout the combined wealth of experience the new additions to the team will bring, whichwill ensure we continue to provide the high level of care our customers expect and deserve.”

Phill Ennion

Following the launch of lenses incorporatingDNEye data, Rodenstock has launched itsnext generation scanner – DNEye 2+. Withdetailed visualisation of the wavefronts andsimulation of ametropia, the DNEye 2+calculates both the low and high orderaberrations for distance and near vision, aswell as individual pupil reaction to brightness.Accurate transmission to 1/100 dioptreswith integrated corneal topography andautorefractor function, the new model alsomeasures opacities of the refractive mediausing retro illumination. It features anintegrated Scheimpflug pachymeter andprovides a detailed analysis of the anterioreye chamber and an air blast applanationtonometer for contactless measurement ofintraocular pressure.

Rodenstock calculates the ideal correctionfor the end consumer based on the subjectiverefraction, combined with aberrometricmeasurement data. The influence of theindividual pupil sizes on the correctionvalues is also taken into account. Combinedwith its Eye Lens Technology, EyeLT,Rodenstock believes it can create “theperfect lens”. This patented technology isthe first to implement near refraction in alens irrespective of the distance refraction.It is said to be unique worldwide and givesthe wearer razor-sharp and high-contrastvision, particularly at twilight.

Creating “the perfect lens” with the DNEye2+

Rodenstock4

Shamir7

Hoya5

Shamir has launched a ‘Satisfied orexchange’ campaign with Transitionsexclusively for independents. It givespatients the chance to try Transitions with afree, 30-day exchange to clear lenses ifrequested. “We want to incorporate our

three company values [quality, service,value] in every campaign launched as webelieve independent opticians can thrivewith our support regarding businessmarketing tools, quality lenses andsupreme value for money,” said Phil

Bareham, general manager of Shamir UK.Practitioners can decide a three-monthperiod to launch the campaign, withsupport from their area lens consultant,including point-of-sale. [email protected] for details.

Hoya has launched a new lens product dedicated to drivers. Equipped with a speciallydeveloped glare filter, EnRoute driving lenses are said to significantly reduce distractingglare and reflections while improving contrast and brightness perception. They specificallycut light in the blue spectrum, reducing light scatter and distracting glare from the dashboard,streetlights and the headlights of oncoming traffic. At the same time, they are said toenhance the transmittance of necessary light, improving contrast and brightness perception.

EnRoute progressive lenses incorporate an Integrated Double Surface Design for widervisual fields and fast switching between distances; and Balanced View Control for stableimage perception in dynamic driving situations. For professional drivers, Hoya has alsodeveloped EnRoute Pro. It offers all the benefits of EnRoute, plus a contrast-enhancing filterfor improved contrast and colour perception, and even better glare reduction than thestandard solution. EnRoute Progressive Pro goes a step further, with an optimised designfor the viewing distance to the dashboard and mirrors, and includes optional tailoring tothe individual wearing conditions.

New EnRoute lenses for drivers

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Simple

• Semi-automated workflow• 3-click exam• Minimal training• Intuitive reports

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• Expandable design• Upgrade to the full functionality of SPECTRALIS• Perfect position for future shared care opportunities

w w w . L o v e Y o u r O C T . c o m


NEWS

Continental Eyewear11

Stepper has released its single largest collection of new frames in the UK for 25 years.“With 29 new frames in different colour and size combinations, this represents ourcommitment to delivering new product and confidence in the design direction the Stepperbrand is taking,” said Peter Reeve, Stepper UK managing director. The frames frange fromplastic TX5 to titanium, from classic to fashion for both genders.

The SI-20057 (pictured) joins Stepper’s popular Thin & Light range. “Advances in the TX5material and manufacturing processes allow for plastic fronts that have ‘almost-metal-thin’profiles,” said Peter. “This comes with the depth of colour, material warmth and bridgecomfort traditional metal materials struggle to give the wearer. The sides of the SI-20057are beta-titanium allowing for flexibility, lightness and durability; complementing theslender front styling.”

Stepper8

The Lyle & Scott collection of ophthalmicframes newly available from DunelmOptical is generating wide interest acrossthe sector, appealing to patients of all ages,reports the company. A classic brand, Lyle &Scott focuses on fusing athletic performancewith technical features. This is evident inthe Darvel 3 frame (pictured). Using thefinest acetate materials and opticalengineering, the frame is created using

cutting edge frame technology. It has interesting pin detailing at the corners and acontemporary, retro metal bridge supported by a masculine shaped frame yet temperedwith softer mottle accents. Shown in dark brown mottle, Darvel 3 is also available inmilitary green and matt black.

New Thin & Light model SI-20057

Dunelm Optical9

Continental Eyewear’s annual Golf Day tookplace at Sandiway Golf Club in Northwich,Cheshire, on 9 May. The company welcomedpractitioners from all over the UK toparticipate in its popular annual event tocompete for the prestigious Continental Cup.This year’s winner was Rob Blow from DIBlow Opticians, Nottingham, who is pictured(left) receiving the Cup from Bob Sutton,Continental’s finance director. In other news,Joshua Marsh has joined ContinentalEyewear as its new area sales manager forthe South West.

Rob Blow, Continental Cup winner

mark’ennovy12

mark’ennovy has introduced Right and Leftlabelling to contact lens boxes to makeidentification easier. “mark’ennovy isconstantly looking at little ways to improveour offer to eyecare professionals as webelieve that if we can make the little thingseasier, the rest takes care of itself,” said ChrisCarter, group marketing director. “So manyprofessionals have to open up the cartons towrite Right or Left on for their patients, sowith this initiative we are just helping byautomating that part of the process.”

New contact lens box labelling

College of Optometrists 10

Bookings are now open for the College of Optometrists’ fifth Optometry Tomorrow Bitesize conference taking place at the Hilton London Wembley on Sunday 10 September.The conference, offering up to nine interactive CET points, will include some of the mostwell-received lectures, peer discussions and workshops from the College’s two-day annual conference, Optometry Tomorrow, which was hosted in Birmingham in March. The programme features five lectures including by Dr Margaret Woodhouse on binocular vision and children, and by Imran Masood on glaucoma. Find out more at www.college-optometrists.org/bitesize2017

Wide appeal across the ages

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NEWS

No 7 Contact Lenses15

No7’s hand-painted lens service is expandingits therapeutic and theatrical offering. Sci-fispecial effects and realistic colour changesare now a significant area of businessgrowth for No7, with the company’s lensesworn by X-Men, Jenna Coleman in Victoria,characters in the Penny Dreadful series andTom Cruise’s character in Valkyrie, withothers in the pipeline. However, many ordersreceived from hospital eye departments andoptical practices reveal tragic cases.

Lee Adams, specialist lens painter at No7,explained: “Some of the patients have beenin accidents, while others have congenitalconditions, albinism, iris and corneal injuriesand heterochromia. Sometimes our lensesare used to improve the appearance ofstrabismus or as a cosmetically acceptableoccluder to eliminate double vision in patientswith diplopia. We can paint the lenses tocover up damage and match them to thegood eye, hiding any disfigurement. Workingfrom photographs, we use a very fine brushon soft lenses – sometimes the work is sofine we are working with just a few hairs.”

Mads Mikkelsen wears hand-paintedlenses in Casino Royale

Norville 14

Everyday frames at an affordable price are epitomised in the Mai-Zee collection fromNorville, which has four new styles for patients to choose from. Designs represent‘feminine chic’ with a choice of shapes, including round, cat and quadra, encompassing both classic and contemporary elements. The new releases offer a mix of metal and

acetates, while the colour palette incorporates traditionalblack, vibrant pink and contrasting marbling tones.

Louis Stone (Optical)13

Jack wears icy 282 Flex C1; Keisha wears icy 284 Flex C2

Louis Stone (Optical) is ushering in the summer with a new fashion campaign thatpromises to ‘pack a powerful colour-pop punch’. With striking, urban street images andmore relaxed ones in a sociable, restaurant environment, Louis Stone promises to standout this season, with the introduction of a wood-effect, keyhole bridge and on-trendrounded frame collections – as well as some of its most popular and well establishedframes that currently make up the catalogue. More than 100 spectacle frames and casescan be viewed in the catalogues at www.louisstone.co.uk

New Mai-Zee model MZ059

Association of Optometrists16

The Association of Optometrists (AOP) isoffering a new peer-to-peer support by phoneservice for those experiencing a difficultsituation, stress or anxiety. The AOP PeerSupport Line provides a listening service forindividuals at any stage of their optical career.It gives callers the opportunity to talk

anonymously and in confidence to a fellowoptical professional about an issue or stressthey may be facing in their work or home life.

Optometrist and chair of the Peer SupportLine, Thurka Sivapalan, said: “We know thatpractitioners can sometimes feel

overwhelmed and I’m glad to be part of aservice which addresses that – givingindividuals a dedicated space to sharethose worries, unburden themselves andgain easy access to emotional support.”More information and a video introduction isavailable at www.aop.org.uk/peersupport

*When the ECP followed the fitting guide for the 3-Zone Progressive™ Design of PureVision®2 for Presbyopia lens.REFERENCES: 1. Data on file. Bausch & Lomb Incorporated. Rochester, NY; 2013. 2. Data on file. Bausch & Lomb Incorporated. Rochester, NY; 2015. 3. Thirty-nine ECPs(from 10 countries) refitted 422 existing soft contact lens wearing presbyopes into PureVision®2 Presbyopia lenses. Patients returned for follow-up visits after 1-2 weeks. ECPassessment of lens performance including ease of fit, and patient satisfaction with lenses in real-world conditions, were measured using a 6-point agreement survey.* Bausch + Lomb ULTRA, MoistureSeal, and 3-Zone Progressive are trademarks of Bausch & Lomb Incorporated or its affiliates.

MoistureSeal™ Technology

• Helps maintain 95% of lens moisture for a full 16 hours1

3-Zone Progressive™ Design

• Provides outstanding near, intermediate, and distance vision2

• Offers easy, predictable fitting where 80% of patients were successfully fitted in one visit2,3*

INTRODUCING

Bausch + Lomb ULTRA® for Presbyopia

Exceptional comfort unites witha proven multifocal design


NEWS

Following its successful launch at Mido earlier this year, the Julbo Life ophthalmic framecollection has been expanded with four new styles available to NEG members through Lenstec.The light and flexible models come in a range of eye-catching colours offering “superb comfortand outstanding ergonomics”. Julbo Life frames are described by the company as “everydayeyewear” offering all the benefits of the Julbo technology developed for athletes.

Lenstec18

Julbo Life model Soho

Brulimar has signed a licensing deal with Time Life securing exclusive branding rights toestablish a collection of LIFE reading glasses and other optical products for an initial five-yearperiod. The company has already developed five reading glasses designs made with thelightweight memory plastic, ultem. Each frame comes with a Life monogrammed slip-inpouch. A floor standing Life branded self-service display that holds 125 frames is alsoavailable, and all five eye-shapes are available in lens powers +1.00, +1.50, +2.00, +2.50and +3.00. Some also come with a polarised sun clip.

Howard Librae, CEO of Brulimar, said: “Quality in both frame and lens is often neglected andgenerally, high-quality reading glasses like what we have designed for Life are often justnot available to purchase off the shelf. Brulimar is looking to tap into and develop brandedreading glasses and offer them through pharmacies, department and other High Street stores.”

Brulimar19

Bausch + Lomb17

Bausch + Lomb has advanced its range ofspecialist lenses with the new 28 LensZenlens Dx Set. It provides lens diametersof 16mm and 17mm, prolate and oblatedesigns and a 28-lens diagnostic set.Zenlens also features SmartCurvetechnology, which allows the modificationof specific parameters to create a bespokelens. Toric peripheral curves, customisedcentre thickness, flexure controlling profiles,and front toric Rxs can also be ordered if needed.

The Zenlens launch includes an educationalforum, supported by Richard Smith, Bausch +Lomb’s technical and scientific manager.This will primarily focus on the issuesaround corneal irregularities and include ademonstration of the lens set. Richard said:“It can be extremely challenging to providecomfortable corrective lenses for peoplewith corneal irregularities. However, therange of options afforded by Zenlens, andthe opportunities for bespoke adjustmentswhich are made possible with SmartCurvetechnology, makes it much simpler to find a solution.”

The new Zenlens Dx set

An independent report summarising morethan 50 stakeholders’ responses to theGeneral Optical Council’s (GOC) call forevidence on its Education Strategic Reviewwill be published in July. GOC director ofstrategy, Alistair Bridge, said: “The number,as well as the detail and quality of the

responses to our call for evidence, showthat there is strong desire from across the optical sector to be involved in shapingthe development of the UK’s system of optical education.

“The responses demonstrate a consensus

on the direction of travel for eyecaredelivery, and that the roles of opticalprofessionals and therefore the system ofeducation and training will need to changeas a result.” A draft consultation on theissues raised in the review will bepresented to council in November.


Licensing deal with Time Life


NEWS

AN INDEPENDENT VIEW

Is it time to stop using the ‘F’ word?

There is little doubt that the introduction andwidespread use of the marketing gimmick of‘free’ eye tests has served to demean anddevalue the professions of optometry anddispensing optics.

It is not only perceived, but accepted wisdomthat there is no such thing as ‘free’ in life.Somewhere along the line, someone pays. Inthe world of optics this might be that thepatient (or as some call them ‘consumer’) paysthrough the purchase of eyewear that is eitheroverpriced or oversold. Alternatively, it may bethat the taxpayer is funding the ‘free’ eye testby way of the GOS fee.

Whichever, there is no business model that canoperate at a loss and someone, somewherealong the line pays. At a macro level, theprofessions of optometry and dispensing opticsare paying through the devaluation of theexcellent clinical and dispensing service thatindependents in particular routinely provide totheir patients.

With the supply of glasses and contact lensesmoving inexorably to electronic channels, incommon with all other supply chains, themultiples’ business model is under threat andthey have clearly stated their intent to moveup the value chain to a more clinically drivenservice offering. Surely even the multiples cansee that providing a greater quality of eyecareis totally inconsistent with a ‘pile them high,sell them cheap’ (or free) approach todelivering what is an essential health service.

Has the time come when every dispensingoptician and optometrist should abandon the‘F’ word and start to rebuild the value in thepublic eye of the excellent optical health careservice that is provided by dedicatedprofessionals, particularly in independentpractice, every day across the UK?

Shamir’s Close-Up technology adjusts the reading zone inset of every lensto the individual patient’s convergence during near viewing. Adjustmentsare made in 0.1mm steps within a range of 0-5mm. “In other words, thelens is custom-adjusted to the individual’s near PD, relative to their far PD,”explained Phil Bareham, Shamir general manager. “This advanced lensdesign technology creates lenses that meet individual differences, fromphysiological traits such as distance between pupils, length of arms, orconvergence/divergence disorders, to lifestyle, type of work, hobbies, andso on. The result is a highly personalised lens that meets today’s visualperformance demands, whether average or irregular, for near andintermediate viewing.”

Shamir21

New guidance on obtaining valid consent in practice can be downloaded fromthe Standards section of the General Optical Council (GOC) website. Thissupplementary guidance is intended to support registrants in meetingStandard 3, Obtain Valid Consent as outlined in the Standards of Practice forOptometrists and Dispensing Opticians and the Standards for Optical Students.It reflects patients’ rights to determine what happens to their own bodies andto make informed choices when purchasing optical appliances and services.

Following a consultation on the GOC’s standards of practice in 2015, registrantsrequested that further guidance on how to meet Standard 3 in their day-to-day work be provided. Stakeholders were consulted, including the public, todevelop this. The GOC stressed, however, that the new guidance did notcreate new requirements or give legal advice – and that registrants should usetheir professional judgement in applying this guidance in practice.

Three separate legal frameworks on assessing capacity to consent for Englandand Wales, Scotland and Northern Ireland to help registrants understand theirlegal obligations in relation to this area, have also been published.


The British Contact Lens Association (BCLA)and Federation of Manufacturing Opticians(FMO) will be sharing a home at 199 Gloucester Terrace, London W2, from theend of June. ‘199’ as it is affectionately known,was bought jointly by ABDO, the FMO andFODO in 2002 and the joint owners are alldelighted to welcome BCLA to the building.

BCLA, chief executive, Cheryl Donnelly, said:“We have been without a permanent basefor a while, using serviced offices in London,and it is a real pleasure for us not just tohave found a new home, but to be with theother optical bodies in the same building. It

is an ideal situation for us and we are grateful to everyone at 199 especiallythe FMO.” Bryony Pawinska, FMO chief executive, added: “I am so pleasedthat we will be able to share our beautiful offices with Cheryl and her teamfrom the end of June. The FMO is a small organisation, often with just oneperson in the office so we are all looking forward to enjoying their companyas well as the benefits of having the BCLA in the same building as thethree owners.”

BCLA/FMO22

New home for BCLA


Established in 1979 as Percy Kirk, beforebecoming the National Eyecare Group in themid 1980s, practices still join us for the samereasons as they did at the beginning –discounts and single billing – and for the last25 years, the holiday incentive, which mustbe the longest running and most successfulincentive programme in optics. Althoughthe discounts and simplified billing remainsour major focus, over recent years we haveintroduced services that can further supportmembers’ business.’

WHERE IT ALL BEGANIt started over 25 years ago with theintroduction of Optinet practicemanagement software (PMS). With almost400 users across the country, Optinet is oneof the most successful systems on themarket today. FLEX, the very latest softwarefrom Optinet, offers a comprehensivesystem that covers everything from patientrecords, through to clinical records andintegrated mailing for recalls.

Members in Scotland will be interested toknow that with FLEX you can claim your GOS1 payments directly from the software, soyou don’t have to submit the paper version,for which there will soon be a charge for, orkeep having to log on to a website. We areseeing an ever-increasing number of

members leaving other software providersand taking Optinet FLEX, for its cost-effectiveness, its ease of use and the way itfits in with your day-to-day business flow.

Still keeping with the software theme, NEGalso offers Rendia, which is probably theworld’s leading patient education software.It offers high quality videos, animations andslides to help support your messages andeducate patients about everything optical.The benefit of Rendia is that it’s not just afew animations to play in your receptionarea, it offers thousands of pieces of contentwhich can be shown in the waiting room,the consulting room or on the web. You caneven email content to patients or share it onsocial media. One feature that changes theway in which you explain conditions to yourpatients is the exam mode, where you canuse high definition slides and animations todraw on and show your patients what youmean rather than just tell them.

BEHIND THE SCENES SUPPORTOther services that we have introduced tomembers have been more aboutsupporting your business behind thescenes, like Optical Payment Services(OPS). Designed to offer members an easy-to-use, economical way to make paymentcollection by direct debit, OPS is helpingpractices build loyalty and added value tonot only contact lens collections but alsoenabling practices to offer to spread thepayments of spectacle purchases. Untilrecently, legislation prevented taking morethan three payments before a businesswould need a credit licence, but now youcan collect up to 12 payments, providedthere is no interest or charges added to thecost. This means that spreading the cost ofpurchases has never been easier. OPS is apaperless DD service that is operated via asecure website, that allows you to set upand change payments as well as see who

has paid, how much they pay and so muchmore. If you have Optinet FLEX, OPS can becontrolled directly from the software somaking it even easier.

We all know how often legislation changes,particularly around human resources andhealth and safety, that is why we askedXact to set up an information portal for ourmembers to cover these important areas oflegislation. The content is specific to ourindustry and has already proved highlybeneficial to many members. This service isfree of charge to all members, but if youwould like additional support there are verycost-effective options available, fromadding contract templates and a few hoursof one-to-one contact to a full-on HRsupport service. We introduced Xact to act alittle like an insurance; a lot of the time youwon’t need it hopefully, but when you doit’s there to support your business andpotentially save you time and money.

For many years, we have worked withAcceptcards to bring improved merchantcard services to our members. This servicehas saved members hundreds if notthousands of pounds, but as with all of our service providers Acceptcards didn’t just make a one-off offer; over the yearsthey have continued to negotiate on ourbehalf regularly gaining improvements towhat’s on offer to you, the members. Themost recent offering comes fromBarclaycard, which now offers membersterms that we believe are the very best onthe market today.

For more details about what we offer to our members, visit our website atwww.nationaleyecare.co.uk or [email protected] with abrief message of what you would like toknow, and we will make sure the rightperson contacts you.

Developing thoughtsWith more than 1,000 members across the UK, NEG is by far the largest purchasinggroup dedicated to supporting the UK’s independent opticians

More than just discounts

More and more practitioners are opting for Optinet FLEX

PRACTICE MATTERS


This spring Silhouette made its move intothe lens business, producing a range ofophthalmic lenses specifically for its owneyewear line to be sold as a completepackage under the Silhouette VisionSensation programme. The USP of theprogramme is that it creates individuallytailored premium progressive lensesmatched to Silhouette frames, rather thanfocusing on the production of stocklenses. It is this which the companybelieves sets its new initiative apart fromtraditional lens manufacturers.

Silhouette’s lens lab in Linz, Austria, is nowproducing single vision and progressivelenses for rimless and full-rimmedspectacles under its own name – SilhouettePanorama. The emphasis is on progressivelenses for rimless spectacles and optimisingvision right to the very edge of the lenses.The initial Silhouette Vision Sensation rangeincludes transparent optical lenses andlightly tinted versions in five differentcolours, each available in three variants.These are available in 10 or 20 per cent tintor with a colour progression.

APPLIANCE OF SCIENCEThe Silhouette Panorama collection ofprogressive lenses was designed incollaboration with Professor Dr PeterBaumbach, a leading expert in thedevelopment of individual and personalisedspectacle lenses and a professor at theAalen University of Applied Sciences inGermany. Professor Baumbachmathematically defined the optimalviewing zones in the progressive lenses –and working with the Schneider technologycompany, the freeform manufacturingprocesses were precisely tailored toSilhouette’s individual requirements.

Each stage of production is carried outunder the Linz factory roof and Silhouetteguarantees delivery within 96 hoursanywhere in Europe. With the end-user inmind, Silhouette has also created the VisionSensation app, enabling patients to seehow the lenses will look in their personalprescription before they buy, with morethan 400 lens shapes to choose from. Theapp allows for quick and easy consultationand ordering, freeing up more time forpractitioner and patient engagement.

USP FOR INDEPENDENTSSpeaking to Vision Now about the benefitsof the new programme for independentpractitioners, Silhouette’s UK sales manager,Alok Machchhar, said: “Silhouette framewearers have very high brand loyalty, whichbenefits our ECP partners with guaranteedrepeat business. Silhouette Vision Sensationfurther strengthens this consumer loyalty byoffering innovative lens designs, whichfollow the same ethos and passion of ourframes. This gives our ECP partners peace ofmind knowing that the complete eyewearpackage has achieved outstanding results interms of quality and lens tolerance.

“This harmony is achieved by matching thebase curve of the lenses to the wrap angle ofthe Silhouette frames with a focus ondeveloping our own lens design calculatedultra-precisely in accordance with our lensshapes,” Alok continued. “This results inoptimising vision right to the very edge ofthe lens, giving the wearer incomparablevisual comfort and unmatched visualexperience. Our ECP partners can differentiatethemselves from their competitors byoffering this unmatched lens technologyperfectly married with unique frames.”

Silhouette has also developed the ClearSensation premium coating to complementthe package. “Along with a very subtle greenresidual reflection and 99.5 per centtransmission, Silhouette Clear Sensationcomplements the minimalist look of all ourframes,” explained Alok. “The lenses not onlyimprove the aesthetics of the Silhouetteframes but preserve the optical integrity ofthe spectacles. This gives our ECPs completeconfidence in our products and greaterpatient satisfaction and loyalty. Frames andlenses ordered directly from us as a completepair of spectacles, with precise fit andoptimum comfort, dramatically reduces costsfor our ECPs. It further avoids glazing andassembly errors and risks, giving practitionersmore time to spend on patient care.”

BOLDLY GOING FORTHCommenting more widely on the newdirection Silhouette is taking, CEO JanRosenberg, said: “Silhouette is well-knownfor its bold business decisions and itscommitment to continuous innovation. Aperfect marriage of frame and lens is vitalto this and we have now taken this step.With our complete spectacles concept, weare securing a considerable competitiveadvantage for ourselves, paving the way forus to move towards Industry 4.0*. We arebuilding on our existing position andestablishing ourselves even more decisivelyas an expert in all matters related to anindividual unlimited visual experience.

“It's always been standard in our industrythat the lens supplier doesn’t know thedesign parameters of the frame and theframe supplier doesn’t know the parametersof the lens supplier,” Jan continued. “We arenow taking an innovative step by bringingtwo previously separate areas together. Themost important advantage is that we knowthe parameters and requirements of bothsides, and can therefore create spectaclesthat are perfectly tailormade for the wearer.”

* Industry 4.0 is the current trend ofautomation and data exchange inmanufacturing technologies. It includescyber-physical systems, the internet ofthings and cloud computing. Industry 4.0creates what has been called a ‘smartfactory’ (source: Wikipedia).

PRODUCT PROFILE

Making some final adjustments

A marriage made in Linz

Panorama lenses in production

Moving into the lens production business has set a new milestone for rimless eyewear pioneer Silhouette

For free samples and product information contact your Thea Pharmaceuticals area sales representative.

Call us on 0845 521 1290 or email: [email protected] www.theapharmaceuticals.co.uk

OVER 80% OF DRY EYE SUFFERERS CAN BENEFIT FROM LOOKING AFTER THEIR EYE LIDS AS WELL AS USING EYE DROPS

• Uniquely protects, hydrates and lubricates

• Suitable for contact lens wearers

• Easy to squeeze soft bottle

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Whilst it is tempting to think managingdry eyes is all about improving the qualityof your patients’ tears, it’s actually aboutcaring for the whole ocular system: theeyelids, the action of blinking, the ocularsurface and all the lubrication in between.This is why blepharitis has such an impacton ocular comfort and dry eye symptoms.

Most eyecare practitioners tend to use theterm ‘blepharitis’ when they are actuallydescribing true ‘anterior blepharitis’ – thegreasy or dry crusts gathering around thebase of the lashes (Figure 1). The mostcommon cause of ‘posterior blepharitis’ ismeibomian gland dysfunction (MGD)(Figure 2), or meibomitis, and it is oftendiscussed separately – when in reality thetwo conditions go hand-in-hand.

CLEAR LINK ESTABLISHEDA clear link has now been establishedbetween blepharitis, particularly MGD, anddry eye: it is the most common cause of dryeye1, with typically more than 80 per centof dry eye clinic patients demonstratingsigns of MGD2. Blepharitis also accounts forone in 20 eye problems reported to GPs3,but the prevalence amongst patients inoptometry is much higher: around 40 per centin middle-age, rising to 66 per cent amongstthe over-60s4,5. In office workers using

computers, it can be as high as 75 per cent ormore6, probably due to infrequent blinking.

So, if your first recommendation in responseto dry eye symptoms is simple lubricants,think (and look) again at eyelids; look foranterior blepharitis and press on the lowerlid to see if the glands are in good workingorder. Provide patients with advice on adaily regime of warming, lid cleansing andgentle massage. When it comes to cleaningproducts, think like a dermatologist dealingwith eczema or similar skin conditions – nosoap, no perfumes, no parabens, nopreservatives. The Blepha range providesTLC for eyelids of all ages.

To choose an effective eyedrop, it helps tothink like an engineer looking for theoptimum lubricant designed to workbetween the eyelids and ocular surface.

Sodium hyaluronate provides the bestfoundation for a modern lubricant, butadded ingredients can also provideprotection for the delicate cells on thesurface of the eye against environmentalstresses of dryness and temperature:trehalose is included in Thealoz Duo for justthis purpose. Trehalose is already used inmedicine, for example, in the transportationand conservation of tissue grafts and organs7.

In summary, we are aiming for ‘ocularsurface happy’. This means caring for eyelids,and lubricating and protecting the ocularsurface on a regular basis – not just wheneyes are sore.

REFERENCES1. Nichols KK, Foulks GN, Bron AJ et al (2011) The international workshop on meibomian gland dysfunction: executive summary. Invest. Ophthalmol. Vis. Sci. 52 (4): 1922-9.

2. Lemp MA, Crews LA, Bron AJ, Foulks GN, Sullivan BD (2012) Distribution of aqueousdeficient and evaporative dry eye in a clinic-based patient cohort: a retrospective study. Cornea 31 (5): 472-8.

3. http://www.nhs.uk/conditions/blepharitis/ Pages/Introduction.aspx accessed 15th Aug 2015

4. Hom MM, Martinson JR, Knapp LL, Paugh JR (1990) Prevalence of meibomian gland dysfunction. Optom. Vis. Sci. 67 (9): 710-2.

5. Lemp MA, Nichols KK (2009) Blepharitis in the United States 2009: a survey-based perspective on prevalence and treatment. Ocul. Surf. 7 (2 Suppl): S1-S14.

6. Fenga C et al (2008) Meibomian gland dysfunction and ocular discomfort in video display terminal workers. Eye 22: 91-95.

7. Ohtake S et al (2011) Trehalose: current use and future applications. J. Pharm. Sci. J 100: 2020-2053.

Dry eyemanagementIT’S ALL IN THE BLINKBlepharitis is the most common cause of dry eye so is it time to think morelike an ocular engineer when managing dry eye?

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Figure 2: Meibomitis: the unhappy bedfellow of blepharitis

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DAILIES TOTAL1, the DAILIES TOTAL1 logo, AIR OPTIX, the AIR OPTIX logo, DAILIES AquaComfort PLUS, the DAILIES AquaComfort PLUS logo, Alcon and the Alcon logo are trademarks of Novartis AG. © 2017 Novartis GB/VC/DAI/03/17/0032c

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Heralded by Essilor as a game-changinglens for Generation X presbyopes, the all-new Varilux X series was five years in themaking. Claiming to have re-inventednear vision at arms’ length to create thefirst lens to match the maximum volume ofvision required by modern progressive lenswearers, Essilor has designed Varilux X tohandle multiple near distances in a 40-70cm arms’ length sphere. The lens is saidto offer a 75 per cent match with wearers’visual needs within this zone, which Essilorsays is the highest match ever achieved bya progressive lens.

Speaking at the launch at the Midland Hotelin Manchester on 22 May*, Randeep Gill,Essilor commercial director, told the audienceof around 200 practitioners that the newinnovation offered a great partnershipopportunity. “There’s nothing out there onthe market like it,” said Randeep. “WithVarilux X you will be able to reinforce yourexpertise as independent practitioners andcreate added value for your business andpatients.” Randeep went on to state that 91per cent of Essilor’s business was nowgenerated through independent High Streetpractices, compared to 72 per cent in 2005.“Our ambition is to be the best businesspartner to the independent practitioner.”

CONSUMER-LED DEVELOPMENTThe Varilux X series has 15 pending patentsand combines three technologies:Synchroneyes, Nanoptix and brand newXtend. Jonathan Cohen, Essilor’s head ofmarketing, explained: “Varilux X hasrevolutionised the concept of lens designthrough new lens calculation software. Itsnew Xtend technology shapes a specific zonewithin the arms’ length vision zone. Previouslyeach Nanoptix element was optimised tomanage one target for one gaze direction.With this lens, Nanoptix elements are cross-optimised by clusters of seven to managemultiple targets for one gaze direction.”

Explaining more about the consumer insightsthat help inform the development of the lens,Jonathan said: “The consumer is always at theheart of the innovation process at Essilor; the

number of presbyopes is increasing and as ageneration, we are now living our lives verydifferently.” Developed with Generation Xpresbyopes in mind, i.e. those born between1965 and 1980, the key attributes of Varilux Xare centred on multitasking and anaccelerated pace of life, and everythinghappening within arms’ reach. The companyset out to solve the limitations of currentprogressive lenses, including postural issues.

Varilux X was built on what Essilor believesis the most comprehensive and innovativewearer study of any lens on the market,using new methodologies. Research drewon five wearer trials across Europe involvingmore than 300 wearers, multi-disciplinaryteams of physiology specialists, designersand sociologists – all endorsed by the ParisVision Institute. It studied presbyopesworldwide in their daily lives, through selfievideos and online testimonials.

Essilor’s Bastille-based experimental lab,Movis, generated measurable data to developdesign parameters. By placing sensors on lenswearers and using infrared cameras, itcaptured moving positions in real time and in3D. This data was then used to run extensivestudies of people wearing the new lenseswhile using stairs, repairing small objects and

multitasking. Lab trials then tested wearersin a realistic home environment, to recreatewearer behaviour and test near visionperformance. Wearers scored their satisfactionlevels from 95-100 per cent after reading lyingdown, watching movies on tablets whiletexting, doing beauty tasks, completingprecise tasks and looking at a dashboard.

NEW OPTIMISATION TOOLSTo optimise Varilux X at near vision, Essilorhas launched a new measuring protocol forpractitioners to measure a patient’sindividual near vision behaviour (NVB).Unlike previous varifocal lenspersonalisation tools, which are moreoriented to distance vision than near vision,the NVB tool captures ‘four in one’ measuresto optimise the shape and position of visionvolume, including a wearer’s gaze lowering,distance, lateral offset and visual behaviour.

Essilor has also reinvented Visiofficecombining fitting, physiological andbehavioural measures to build a completevision diagnostic for patients. “Everyone hasdifferent behaviour so it is worth personalisingthe shape and the position of the volume ofclear vision delivered by the lens,” saidJonathan. “This gives the best match betweenthe volume needed and the volume that thelens offers. It is quick, easy and intuitive, givesthe patient a complete vision diagnostic andan enjoyable 360˚experience.”

By phasing out Varilux S by the end of thisyear, Essilor aims to help practitioners convertpatients to the new lens but to also supportthem in gaining new patients. On and offlinemarketing materials have been produced,which can be personalised to the practice. Thecompany says it has also upped it game inrelation to product delivery, and has created abespoke presentation tray for collections. “Wewanted to create an emotional link to theproduct,” Jonathan explained, “as this is reallysomething that should be celebrated.”

*Sadly, celebrations of the new lens launchwere overshadowed by the Manchester Arenasuicide attack later that evening, at whichEssilor expressed its shock and sadness.

Matching presbyopes’ volume of vision

All in anarm’s length

Nicky Collinson was inManchester last month forthe national launch of thenew Varilux X series

PRODUCT PROFILE

Jonathan Cohen, speaking at the launch

A question from the audience


TALKING HEADS

PM: Dry eye; there seems to be nogetting away from those two wordsthese days, does there?

NA: No, and it isn’t going to go away – withprevalence apparently increasing as modernlife creates younger and younger sufferers.One of the perennial problems is that thereis not one definitive diagnostic test toquickly and easily identify it, or onemanagement strategy to similarly treat itsunderlying cause. In fact, despite advancesin our understanding of this disease, patientsymptomology via dry eye questionnaires isstill one of the most reliable ways, withoutsignificant investment in technology, tounderstand the severity of the disease andthen monitor any improvement resultingfrom our management strategy.

PM: What is the benefit to NEG membersof adopting punctal occlusion?

NA: I personally believe that punctalocclusion, or ‘plugging’, is an excellentopportunity for independent practices tobring a truly differentiated offering to itspatients that puts the practitioner skill andexpertise back at the heart of patient care.The reality is that there are a large numberof dry eye sufferers out there who, despiteusing drops, cleaning their lids daily andtaking supplements are still suffering withdebilitating symptoms every day. And thenthere’s a whole bunch of people whohaven’t even been managed that well yet.

PM: Do you think patients will beamenable to the idea?

NA: Why not? We live in a conveniencedriven society with people who will pay formore permanent solutions to healthcareproblems; just take a look at the refractivesurgery market. I believe that if apractitioner offers a dry eye sufferer morepermanent symptom relief, that at thesame time reduces their dependence oneye drops, many would happily jump at the

chance. There is undoubtedly a large groupof patients who would benefit from thesymptom relief plugging offers but whocan’t access this service and so arecontinuing to suffer. Whilst popular withboth optometry and ophthalmology in theUS, the technique is most likely to becarried out by ophthalmologists in the UK.

PM: Do you think UK practitioners thinkit’s still a last resort solution?

NA: There seems to be a lot of myths andmisconceptions about the complexity and skillrequired to occlude a punctum and when it’sappropriate to consider using the technique.Certainly, there is a general perception inoptometry that it’s a last resort technique.However, the DEWS report in 2007recommended that plugging be consideredat severity level 2 on its four-point severitygrading scale, alongside other options such asOmega 3 supplements (Table 1).

PM: So how many patients will benefitfrom plugging? What’s the size of theopportunity?

NA: Research seems to show that about 80per cent of dry eye is evaporative and,therefore, around 20 per cent is due to

aqueous deficiency. So, assuming we applythe logic that we only plug aqueousdeficient patients then one in five of thedry eye patients seen could benefit frombeing plugged. But that ignores the groupof patients practitioners most regularly seecomplaining of dry eye: contact lenswearers. It also assumes no overlap ofevaporative and aqueous patients, which isat best unlikely and also is very literal inthe assumption that plugs won’t help anevaporative dry eye sufferer. In the sameway as most practitioners don’t only givedrops to aqueous deficient patients, I seeno reason why evaporative dry eye patientscannot also be considered for plugs.

PM: So, you think plugging can be usedin conjunction with contact lenses?

NA: Absolutely. Now I’m not advocating apatient can be plugged in order to get theminto contact lenses. However, we are allfamiliar with the long-term wearers whobegin to develop dryness symptoms andreduced wearing times simply because theireyes are getting drier with age and modernworking environments, etc. It is my firmbelief that simply trying another type oflens is unlikely to provide more than ashort-term solution at best. In fact, a recent

Plugging the gapin your dry eyeservice Phil Mullins discusses punctal occlusion as apractice differentiator and revenue generator

with Nick Atkins of Positive ImpactBuild a better optical business at your own pace

1 2 3 4

Mild, episodic. No to mild clinicalsigns

Moderate or chronicvisual symptoms.Some clinical signs

Severe or chronicwith marked centralstaining. ReducedTBUT and other signs

Severe, disablingwith markedclinical signs and symptoms

• Education• Environmental/

dietary modification• Eliminate drying

systemic meds? • Artificial tears

(preserved) • Gels/ointments • Eye lid therapy

If Level 1 treatmentsare inadequate, add:• Anti-inflammatories

(cyclosporine,steroids), Omega-3

• Tetracyclines• Punctal plugs• Switch to

unpreserved tears

If Level 2 treatmentsare inadequate, add:• Serum• Contact lenses • Permanent punctal

occlusion• Secretagogues • Moisture chamber

goggles

If Level 3 treatmentare inadequate, add:• Systemic

anti-inflammatory agents

• Surgery (lid surgery, amniotic membrane transplant, etc)

Table 1: Treatment recommendation by severity (based on the 2007 International Dry Eye WorkShop(DEWS) Report and Behrens et al Cornea 2006, International Task Force guidelines)


TALKING HEADS

study, published as a poster at this year’sBCLA conference, evaluated the effectivenessof using punctal occlusion in contact lensassociated dry eye (CLADE), and showed a50 per cent reduction in symptoms for allsubjects. The study used the CLDEQ-8questionnaire to score symptom frequencyand severity for discomfort, dryness andblurry vision; additionally, it evaluated howoften there was a need to close the eyes aswell as the need to remove lenses. Averagefrequency and intensity scores wereimproved for all symptoms as well aspatients reporting a reduced need to usecomfort drops.

PM: Practitioners I’ve spoken to oftenworry about the risk of makingsymptoms worse, perhaps due toconcerns over tear stagnation?

NA: That is a good question. I’ve neverreally understood the challenge about tearstagnation because in most cases we areonly plugging one punctum – the lowerone. This is responsible for about 70 percent of drainage and so there is still a flowand thus changeover of tears occurring,albeit at a reduced rate.

Plugging has a good safety profile and is areversible procedure but, clearly, we wantto avoid problems and then having toremove a patient’s plugs. In the presence ofchronic inflammation, any potential build-up of inflammatory tissues is undesirableand may simply exacerbate symptoms. Assuch, the ability to diagnose clinicallysignificant inflammation will eliminate thisrisk and improve the number of successfulpatient outcomes from plugging. At Positive

Impact (PI), we recommend the use of theInflammaDry diagnostic test as part of ourplugging protocol in order to eliminate thispotential risk as much as possible (see box copy).

PM: Why do you think the majority ofHigh Street optometrists aren’t currentlyplugging?

NA: I think it’s simply the fact that there hasnever been a supplier who has focused onoptometry as a potential market. Plugshave traditionally been sold toophthalmology and not brought to the doorof optometrists, with a desire to supportoptometry with education and trainingprogrammes. This has created a certainmystique and perhaps a feeling that this isnot something optometrists and contactlens opticians can do. Also, in the past ithas been overcomplicated due tolimitations of plug designs, as well as theirpoor retention rates. So it’s my personalmission for PI to demystify this ‘black art’. Insome hospitals, ophthalmic nurses fit plugsto patients and it’s my experience that askilled contact lens practitioner will quicklyand easily pick up the technique.

PM: Is there anything ‘special’ about theParasol plug that PI distributes?

NA: There are numerous clever featuresthat make Parasol easier to fit and, oncefitted, it remains comfortably in place.Parasol is a unique, patented, non-dilatingplug design that is made of medical gradesilicone. It has a dome (or cap) at the top ofits shaft that prevents it disappearing downthe punctum. The unique feature of theParasol design is what gives it its name –the hollow nose cone (Figure 1).

The hollow nose collapses on insertion andremoval eliminating the need for punctaldilation in most cases (Figure 2). It also hassimple sizing with two of the four sizes, thesmall and medium, fitting 95 per cent of allpatients (Figure 3). Finally, it has anexceptionally high 92 per cent retentionrate. This and our three-month retentionguarantee should give practitioners greatconfidence in getting started. We also have

the Extend plug that is made of the sameabsorbable synthetic material as modernsurgical sutures. Consequently, its keyfeature is that it ‘disappears’ after three orsix months. Extend’s relatively low costmakes it an ideal way to trial the potentialsuccess of occlusion.

PM: Finally, do you have any advice onhow NEG members can commercialise aplugging service?

NA: PI has a spreadsheet where we canwalk ECPs through an annuity model ofpricing, in which they can plug in their ownmargin expectations and calculate themonthly fee that patients can pay by directdebit. We also provide one-to-one fittingtraining in the practice. Here we willsupport the practitioner in the fitting of twoto three patients. This is far better than aCET workshop session fitting colleagues andwill result in the practice having its firstrevenue generating patients. This will morethan offset the cost of training and give thepractitioner ongoing plugging practice. Oncetrained, PI offers a plug starter pack to geta practice going. It contains a smallselection of plugs and a box ofInflammaDry at a heavily discounted priceto minimise the practice’s initial outlay.

PM: Any final words?

NA: Punctal occlusion is a simple, safe andeffective dry eye management techniquethat can help resolve dryness symptoms incontact lens and non-contact lens wearersalike. It keeps the practitioner in control andright at the heart of patient care, resultingin the patient’s spend being retained by the practice.

Figure 3: Traditional plugs versus the Parasol

(a)

(b)

Figures 2a and 2b: The Parasol plug is easy to insert(a) and remove (b)

Figure 1: Anatomy of a ‘permanent’ siliconepunctum plug

Dome or Cap

Shaft or Body

Nose

Size comparison chart

Traditionalplugs

Parasol

These 2 sizes should accomodate 95% of patients

INTRODUCING INFLAMMADRYInflammaDry is a new point-of-carediagnostic test (POCT) that enhances ourunderstanding of the patient’s dry eyewith a simple pass or fail result.InflammaDry, is the first and only POCTthat detects Matrix metalloproteinase-9(MMP-9), a biomarker for inflammationthat is consistently elevated in the tears ofpatients with dry-eye disease (Sambursky,2013). It is a reliable and relatively low costdisposable test that is simple to use andgives a definitive result in just 10 minutes.


BUSINESS MATTERS

Many of our suppliers will tell you storiesfrom the road. They will talk about theinteresting, intelligent and endlesslyfascinating people they have met and thelessons learned. The experience ofthousands of sales visits to privately-owned practices, retail boardrooms,international prescription labs throughoutthe USA, India and Europe are worthsomething. Exhibitions in Germany, Paris,Milan, Birmingham and London over a 30-year career are a fertile ground forlearning something new. It’s rare thoughthat all these experiences turn into a CETpresentation with points towards yourrequirement – so if it’s pounds not pointsyou want, read on…

What if what you learned, or had confirmedby your own gut feelings, enabled you todo more of what you love – be it moreclinical work, an improved work-life balanceor simply made what you do even moreenjoyable? What if the advice and guidancesaved you from wasting thousands ofpounds on a badly designed website or anill-advised social media experiment?

It’s quite possible that some of membershave, in some small part, contributed to thecontent, so why not benefit from peer-to-peer experience? You don’t have to join aclub, there is no fixed monthly fee, nor doyou have to commit to a supplier in returnfor this support. You will not have to spend

hours online looking for some inspiration.No reps will call, no minimum monthlyspend is required. The really interestingthing is that there are no hoops to jumpthrough, no money to spend unless youwant to because you now understand whyyou are doing what you are doing. Moneyinvested in yourself is rarely wasted.

But never before has one of NEG’s preferredsuppliers put all these experiences down onpaper and written a book. Rarer still thatthe book gets a professional review andappears on Amazon. Although the firstroyalty cheque has arrived buying theprivate island is still a long way off, but notas far off as the first tax demand from theIRS in the USA. So, in a departure fromwhat you normally see on these pages,why not discover the secrets they didn’tteach you at university and how they willhelp you in your practice every single day.There is nothing quite like it in optics today.Here’s the review – and after you’ve read it,you’ll hear a few more reasons aboutwhat’s in it for you.

THINKING ALLOWED BY JULIAN WILESReviewed on The Bookbag by Sue MageeThinking Allowed? Hmm, I thought, whathas that got to do with building a thrivingoptical lens business? But within a fewpages of starting to read, I was convincedthat it was perfect. You see, this isn't abook which you read, rather like a DeliaSmith book, to give you a precise recipe forhow you must proceed to achieve a perfectresult. No two businesses are alike, anymore than any two owners are alike andJulian Wiles allows you to approach yourbusiness from all angles: there are evenways you can get his personal advice. Thisis no ordinary ‘how to’ book. There are nochapter numbers (you pick from the menu)and it's not even necessary to read thebook in any particular order.

It's always struck me that opticians,pharmacists and more recently dentists arein a strange situation. Individually they’veall worked extremely hard at university toacquire a professional qualification, but forthe most part the success of any business

Optical business tapason the menu

Build a better optical business at your own pace

Don’t spend hours online looking for inspiration

Julian Wiles invites NEG members to sit

down for some optical business tapas

with his new book – Thinking Allowed

Vision Now JUNE 2017 25

BUSINESS MATTERSwhich they start will be dependent not juston their professional expertise, but on whatthey can sell, either in terms of goods oradditional services. This isn’t what’s taughtat university and it doesn’t seemunreasonable to assume that people didn'tgo to there because they were salesmen –this is where they need help.

Thinking Allowed aims to show businessowners how they can generate new,profitable and sustainable revenue streams:the question of discounts, ‘two for one’offers and the like are discussed andevaluated. You’re encouraged to addelements to your business, take others awayand try different combinations until you findout what suits you and the location inwhich you’re trading. There’s even adviceon finding out information about your area.

The mixture of articles and lists (headed‘The next steps to building a better opticalbusiness’) works well. The next steps canbe as pithy as ‘test a price increase’ or ‘findout the lifetime value of your clients’. Thislast one is particularly interesting as you’reshown how to get to this figure – and itputs the cost of acquiring those clients intocontext. The coverage of the book is wideranging, from social media to moretraditional areas such as training. (I loved‘What if I train them and they leave?’ withthe answer, ‘What if you don’t train themand they stay?’). Some of the stories aregold dust – such as the man who went intothe BMW dealership, dressed very casually.The only staff member there wasdismissive – so he went next door andbought a £70,000 Jaguar.

The book is aimed at the optical lens businessbut in reality anyone who is running abusiness will find lots to provoke thought.I’ve lots of nudges (yes, I will clean up mydatabase) about things which I ought to doand I’ve had cause to think hard aboutwhether I’m working in the business or onit. Thinking Allowed encourages you to takea step back from your business and view it objectively.

PRACTICAL BITE-SIZED NIBBLESSo, what will you get for your money? You’llget 33,500 words, 49 ‘menu’ items and 160pages of practical advice of a wide range ofthings to think about and, moreimportantly, how it all works together. Eachmenu item is between 200 and 1,000 wordslong and ends with the next steps to take.Think of it like tapas; you can pick and

choose what you consume and when, inbite size portions. You’ll learn about thesubjects they teach at the Harvard BusinessSchool, about what to think about beforeyou invest in your new project. ThinkingAllowed is jargon free and fad free.

It’s not a psychology book, but it willexplore why your customers don’t alwayssee things they should; it will explore andexplain behaviour and how people makedecisions. If you ever spent money on awebsite that doesn’t work, we’ll explainwhy this happened. You’ll discover the 10principles, the ethics that underpin thewhole book. Thinking Allowed offers youthe same business health checks whichothers charge considerably more for. You’lldiscover the importance of a vision for yourbusiness and what that means for yourcustomers. You’ll understand the power ofbrand and more importantly what thatmeans for your brand.

Thinking Allowed will help you identify yourstrengths and weaknesses as well as theopportunities and threats facing you. It willidentify new, profitable and sustainablerevenue streams. You will learn about howbest to select products and services andhow, by simply asking six questions, youcan discover if the new shiny thing is foryou by cutting through the marketing hype.Thinking Allowed will be unpopular in somequarters because it busts myths.

Thinking Allowed will explain how best tomake the most of your promotional activity

(and whether it is right for you). It exploresthe reasons why referrals don’t always work,why they might not be enough, and whypeople don’t buy from you. You’ll learn aboutthe cost of switching, the power of pricingand why optimisation makes sense. But thesingle most important menu item is not the30 possible growth areas on page 86, but willbe found on page 34 and page 156 whereyou will learn nine ways to unstick yourbusiness, to free it up and get it moving.

Thinking Allowed is more like a Scalextricset rather than the instructions for self-assembly furniture. Both are perfectlyfunctional and tell you what you are goingto get. However, the racing is much moreexciting and whilst both have the potentialto fail, at least you can get back on trackrather than being left with a wobblystructure with bits left over or, at worst,something that is not fit for purpose.

Thinking Allowed is based on the CET presentation C-53201 ‘Optimising practicesystems to enhance patient care’ and has been approved for optometrists,dispensing opticians and contact lens opticians for the competencies ofCommunication and Standards of Practice (expiry date is 31 December 2018).

The book review can be viewed at www.thebookbag.co.uk/reviews/index.php?title=Thinking_Allowed_by_Julian_Wiles. Thinking Allowed is available onAmazon or at www.buildabetteropticalbusiness.com

Contact Julian Wiles on 07901 337 530, email [email protected] or follow onTwitter @jwilesbiz

Read about some busted myths

Choose what you learn in bite-sized portions

RENDIA is a single, cloud-based platform that allows you to communicate andengage with your patients, wherever they are thinking about their health: beforean appointment, in the waiting area, the consulting room or after the appointment,setting your practice apart from the competition.

We call these areas patient touch points and with RENDIA you can communicateacross all the touch points, by sending visual presentations from one platform, whichis flexible enough to work from any PC, tablet or smartphone. RENDIA integrateswith emails, Twitter, Facebook and other leading media.

Available in the UK from PK National Eyecare Group Ltd www.nationaleyecare.co.uk 01580 713698

Before an appointment Waiting area Consulting room Post visit

CAN HELP

DO YOU HAVECLOUDED VISION?


Twenty years ago, at his first job at aSpecsavers in Kettering, Northamptonshire,James Simpson was shocked at how fewsunglasses were on display. “This guy hada stand of Ray-Bans underneath the stairs,”he reminisces. His manager told him tolook outside at the grey sky. “Why wastethe floor space?” Now, happily set up athis own independent practice in thebustling heart of Canberra, Australia,where they average nearly eight hours ofsunshine a day, James devotes 30 per centof his floor space to sunglasses.

Aside from ‘sunnies’, there isn’t much Jamessays has changed in his clientele since themove in 1999. There has been no flurry ofcases of sun damage – carcinomas,keratosis or cataracts. Indeed, a lack of sunmight be to blame for increased levels ofmyopia, he says; Australian eyes age inmuch the same way as British ones. Butbeing in business in Australia is verydifferent to the UK.

“Friends inthe UK allsay theprofits inframes andlenses havebeen erodedby the bigchains andonline,” saysJames. “So,they aretrying toincrease thevalue of the consultation.” His UK friendsare ‘upskilling’ and working more closelywith ophthalmologists in a bid to diversifyand increase their revenue lines. InAustralia, James is also seeing someblurring of the lines between vision andeye health. “Where the line is starting tomove is the treatment of anterior eyedisease, red eye; we can prescribe lowgrade antibiotics and anti-inflammatories.Glaucoma is co-managed,” he says.

But unlike his UK counterparts, James is stillmaking good money on frames and lenses.So much so that he can’t afford to spendtoo much time treating ailments that won’tgenerate a sale. Like all business owners,he must stay competitive; 75 per cent ofoptometrists in Australia have at least onecompetitor within 500 metres, according tothe Department of Health. In fact, there aremore than a dozen within a short walkingdistance from his business, SimpsonOptometry.

FREEDOM OF CHOICEOptometrists and opticians tend to work side-by-side in Australia and the UK, unlikein South Africa where James was born andwhere he trained. “In Johannesburg, thereweren’t as many professional or qualifieddispensers,” he says. “It was mainlyoptometrists who would refract and then dothe dispensing themselves.” It was only whenJames moved to the UK, and later Australia,that he found himself doing consultations andthen handing customers over to dispensingopticians working in the business.

“I still occasionally do some dispensing. I liketo know what’s going on because it’s mybusiness,” he says. Besides, hand-pickingthe frames is one of his favourite parts ofthe job. “Whenever I choose a frame I actuallyhave a picture of the type of person I’m goingto sell it to, so when they walk through thedoor I almost have a visceral connection; Iknow what sort of frame is going to matchthem,” he says. Having the freedom to makehis own selection is paramount. Being senta selection from head office was infuriating,he remembers of his big chain days. “Iremember the guys that I worked for justbeing irate at the sort of stuff they weresent,” he says.

STATE OF INDEPENDENCEOf the nearly 3,000 optometry businesses in Australia, more than one third areindependents. The more remote or ‘out bush’the practices are, the more likely they are tobe independent. Being in private practice is

like being a hamster on a wheel, James says,but there is plenty of support. Founded in1918, industry body Optometry Australia’spurpose is to “strengthen, protect andpromote the profession of optometry andeye health, on behalf of all optometrists”.The not-for-profit organisation’s membershipis made up of about 90 per cent of Australianoptometrists. It offers them clinical andprofessional advice as well as professionaldevelopment and networking opportunities.

James is also a member of Provision: a 450-strong community of independents – thelargest of its kind in Australia. Provision wasestablished 25 years ago by OptometryAustralia, with a mandate to providebusiness services to Australian owned andoperated independents to help themremain competitive and profitable. One ofthe ways they do this is by leveraging thecollective buying power of 450 practices foroptical products including frames, lenses,contact lenses and equipment.

James might have been working solo formore than a decade now, but James hasnever felt isolated. “We generally help eachother. Optometrists will get together atconferences, generally out of area, so thatwe can talk to each other and share ideas,”he says. Going independent Down Under isno scary prospect. “The support is there,” hesays, “and the personal satisfaction is huge.”

London-born Katelyn Catanzariti workedas a journalist in Australia for more than adecade. She now lives in Windsor with herhusband and three children.

When optometrist James Simpson immigrated to Australia heknew at least one element of business was bound to pick up,writes Katelyn Catanzariti

OPTICS OVERSEAS

Mount Ainslie, just outside Canberra (courtesy Visit Canberra)

James likes to keep his hand in the dispensing process

Canberra-based optometrist, James Simpson

Flying solo Down Under


STYLE SPOTLIGHT

Acclaimed fashion designers date back tothe 18th century when Rose Bertin, MarieAntoinette’s dress and hat designer becamea celebrity in her own right. The shift toframes as a fashion accessory startedaround 1950, when Grace Kelly, MichaelCaine and Audrey Hepburn wore OliverGoldsmith’s revolutionary eyewear designs.

In the late 1970s, Alain Mikli in France andCari Zalloni in Austria shattered cautionaryframe styling by launching innovative,revolutionary shapes in bright colours. Fromthere, the momentum started to crescendowhen designers Emmanuelle Khanh,Barbara McReynolds and Gai Gheradi at l.a.eyeworks, and Christian Roth and EricDomege, all created collections marketedunder their own names.

Nowadays, life as an eyewear designer hasachieved lofty pinnacles, and training isoffered with Master Classes at prestigiousschools, including the Royal College of Art(RCA) in London, the Institut Français de laMode (IMF) in Paris and HEAD, the GenevaUniversity of Art and Design in Switzerland.

STUDENT OBSERVATIONSAlyson Magee is the director of the MasterClasses in Eyewear at the IFM; a founder ofFace à Face Paris she now has a ravishingnew collection for Brando Eyewear. “I’vebeen teaching postgraduates for almost five years and work very closely with thestudents,” says Alyson. Most students don’t have a background in eyewear, so this is about opening their eyes to a newrealm of possibilities in their creative work,in exposing them to a new accessory as a designer.”

Speaking about her experiences at the IFMso far, student Jeanne Okretic says: “Thiswas my first contact with eyewear so it wasa good surprise. It was my best workshop,and our instructor Alyson Magee is just thegreatest. It was really a new world for mewhen we visited optical shops, and I wasvery impressed with Lindberg fames andtheir hinges. It is amazing how far you cango with the hinge. Then we went to anacetate factory, and I was surprised at howmany options there are with acetate. WhenI graduate in July, eyewear is definitely anoption for me.”

Shubham Jain has already achieved aMasters degree in garment design from theRCA in London. She is now pursuing a

further degree in accessories at the IFM.Originally from India, Shubham has foundthe accessory world much different thandesigning garments.

She says: “Accessories are new to me, and Ifind that it is more precise – especially witheyewear, because everything must fit well.With clothing you can be more flexible, butwith eyewear the frame is on your face andit must fit within set dimensions. Lindbergis very technical and Mikli is more avant-garde. I’m thinking seriously that I’ve hadenough of garments, and will make achoice between shoes and eyewear.”

Alyson reflects: “I like to think that at the endof the course, students who may never haveconsidered a career in eyewear before canwalk out of my classroom knowing it is anoption, and pursue eyewear with confidence.”

OPTICIANS AND DESIGNERSOpticians often discover their inner creativeenergy is sparked when working with

Emergingeyeweartalents

Handcrafted wood frames by Wood and Cotton

Swiss designer Christine Haussener

Only since the second half of the 20thcentury has a career as an eyeweardesigner been at the forefront of lifechoices, writes Joan Grady

Eyewear designer, Alyson Magee, conductsEyewear Master Classes at the IFM in Paris


eyewear. Some start very young. Stefan Flegl,now a German master optician, was 10 yearsold when he made his first acetate frame. Headmits it was a long journey from the firstdesign before creating Wood and Cotton in2015 with his father Gerhard. The brandspecialises in designs in cotton acetate, ‘justcotton!’, and ‘wood else?’, wood frames thatare carefully handcrafted in Germany.

“We are opticians, not only designers,” saysStefan, “therefore perfect comfort inwearing our glasses is enormouslyimportant to us. The anatomical elaborationof nose pads and the temples were stronglyconsidered in developing the collection.”Wood and Cotton is sold in exclusive opticalpractices in Germany and Switzerland.

Christine Haussener brings to her eyewearcreations a background as an optician and ajewellery designer; she introduced her firstcollection, Ringsum, in Zurich last autumn.“I like to draw, and I used to make jewelleryfrom old glasses,” says the Swiss designer,“and for 15 years, I made jewellery and beltbuckles in acetate, the eyewear material.”Her love of acetate continues, and hersuperbly crafted German made collection isproof that small is beautiful: a chic littlecollection that emphasises lens shape, whichChristine calls “the core of the design”.

DEBUT SUCCESSESSeveral new start-ups have met withimmediate acclaim. Baars is a French brandthat began with two friends – an optician fromAnnecy, Marc-Antoine Rubaud, and a Parisianelectronic music artist, Guillaume Thuau. TheBaars philosophy is design with simplicityand sobriety in the face of contemporarycomplexity. Streamlined silhouettes featurea unique, patented magnetic hinge,nominated for a Silmo d’Or, and shapes arepure, with robust and simple lines.

Gyada Lanaro and Nicholas Dimrocilaunched their Pride collection in October2015, and have already won a Silmo d’Oraward, and the V-Award Silver in HongKong. The Italian brand is exceptionallylightweight, with glamorous styling, andlaser engravings. Gyada and Nicholas exudea passion for eyewear, and a trio of Italiancraftsmanship; the latest technologies andbeautiful materials express the innovationand authenticity of the designs.

German efficiency highlights the Powder &Heat Collection: custom-made 3D printedeyewear. Manuel Breit, managing director,brings his unique skills from the aviationworld that creatively unites with GeorgeVollmer’s sporty, high-quality sunglass andoptical designs. Powder & Heat has already

achieved recognition with the German DesignAward and the Red Dot Design Award for 2017.

Newcomers to the eyewear scene offer theindependent optician a superb opportunityto introduce patients to the latestcontemporary frames. Set the pace with apioneering spirit and bring into your universeyoung eyewear brands that focus on quality,individualisation, superior production,beautiful designs, colours and materials.

STYLE SPOTLIGHT

Pure, robust and simple lines with Baars Eyewear Nicholas Dimroci and Gyada Lanaro of Pride Eyewear (courtesy of Patrick Muller/Die Brillenmesse)

Award winning 3D printedeyewear by Powder & Heat

Baars creators Marc-Antoine Rubaud and Guillaume ThuauRingsum frame by Christine Haussener

Award winning Silmo d’Or design by Pride Eyewear

Vision Now JUNE 201730

Preferred Suppliers’ Directory

ACCEPT CARDS Tel: 01422 [email protected]

ALCON UK Tel: 0371 376 0017Fax: 0871 351 1005www.uk.alcon.com

ARENA EYEWEAR Tel: 01952 820408www.arena-eyewear.co.uk

ASSOCIATED OPTICALTel: 01628 605433Fax: 01628 [email protected]

BAUSCH + LOMBTel: 020 8781 2900www.bausch.co.uk

BIB OPHTHALMICINSTRUMENTSTel: 01438 [email protected]

BONDEYE OPTICALTel: 0121 7723888Fax: 0808 [email protected]

BRULIMAROPTICAL GROUPTel: 0161 655 7000Fax: 0161 655 7002www.brulimar.co.uk

CENTRO STYLE LTDTel: 01923 239267Fax: 01923 [email protected]

CLEARLABTel: 01189 702080Fax: 01189 72088 [email protected]

CONTINENTAL EYEWEARTel: 0151 426 3907Fax: 0151 426 [email protected]

DAVID THOMASTel: 01604 646216Fax: 01604 [email protected]

DIBBLE OPTICALSUPPLIESTel: 01634 880885Fax: 01634 [email protected]

DUNELM OPTICALTel: 01388 420420Fax: 01388 [email protected]

ESSILORTel: 01454 281281Fax: 0

vvv - national eyecare group · 2017. 6. 12. · with its eye lens technology, eyelt, rodenstock...

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